Future Proof - Batman Arkham Asylum

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Warner Bros. Entertainment – Batman Arkham Asylum

100 Future Proof


HOW DO YOU LAUNCH A NEW IP TO A SCEPTICAL MARKET?

Warner Bros. Entertainment – Batman Arkham Asylum 101



THE CHALLENGE Launch new IP and drive sales. Among gamers, superhero tie-ins have generally been judged to be poor, consequently sales have often disappointed. Arkham Asylum was a brilliant product but needed to overcome the preexisting prejudices against superhero games.

Warner Bros. Entertainment – Batman Arkham Asylum 103


08. Batman Arkham Asylum

THE INSIGHT Future reaches more high volume gamers than any other UK magazine publisher. They own more consoles, play games for longer, buy games first and pay full-price. Crucially they talk, influence debate and act as advocates.

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Engaged early, they could act as a catalyst for broader launch activities to help drive sales and make Batman Arkham Asylum one of the most successful super hero franchises ever.


Future reaches more high volume

GAMERS than any other magazine publisher in the uk


08. Batman Arkham Asylum

Total Coverage  6 Front Covers  100+ Pages of Editorial  400+ pieces of individual online content 22 ad pages inserted over 3 months Over 1.9 million ad impressions served

THE SOLUTION Future delivered an integrated editorial and commercial approach over nine months across its Entertainment portfolio.

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08. Batman Arkham Asylum

How did we… LAUNCH A NEW IP TO A SCEPTICAL MARKET AND DRIVE SALES?

A key challenge was to change perceptions about superhero tie-ins and launch a new IP. Among Future’s gaming audience the sequel, Batman: Arkham City, was voted the #1 most

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anticipated games launch of the next 12months, highlighting how the Batman franchise really captured the imagination of Future’s high volume gamers.


88,785 copies purchased by Future consumers in month 1

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of all copies sold

6,098 online click thrus, a CTR of 0.33%

Of which, over ÂŁ1.2 million was in pre-orders

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“Holy bad rep Batman! Before Batman Arkham Asylum there was a widespread perception that super hero games were frankly, well …not so super. But having seen Batman AA in action we knew we had to accept the mission to change all that. After 45 news stories, 132 screens, 20 movies, 3 previews, two interviews and one 9.2 rated review I think we managed to convince them that that this was quite simply the best superhero game ever. ” John Houlihan Editor-in-Chief, CVG

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